TITLE

Marketer, Heal Thyself

AUTHOR(S)
Wyner, Gordon A.
PUB. DATE
September 2006
SOURCE
Marketing Management;Sep/Oct2006, Vol. 15 Issue 5, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses the position of marketing in American business. Marketers often feel underappreciated within business culture, which is largely because they themselves have positioned their practice too narrowly within the organization, limiting their involvement with many steps of product management. To remedy the situation, marketers should take a more active role in brand creation that goes beyond just communicating what brands stand for and extends into the conception and realization of products within the brand.
ACCESSION #
22934483

 

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